Singer Sung Si-kyung has been appointed a Korea Tourism honorary ambassador, stepping in as a cultural bridge between Korea and Japan.
On April 11, Sung received his letter of appointment from the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization during the 'Shall We Go Today? Korea! Travel Festival' held at Tokyo’s Roppongi Hills Arena.
At the ceremony, he shared, “Just as I’ve done so far, I want to help bring our two countries even closer,” adding, “As an ambassador, I want to showcase a deeper side of Korea.” The Korea Tourism Organization aims to increase Japanese visitors to Korea from 3.52 million last year to 4.5 million this year.
Sung has been actively expanding his presence in Japan, appearing on programs such as the Netflix variety show 'K-foodie meets J-foodie' and building connections with local audiences.
He has also broadened his influence across industries, recently securing his first beauty model contract. Meanwhile, KBS2’s 'The Seasons: Sung Si-kyung's Gomaek Namchin' continues to draw strong interest, with tens of thousands applying for audience tickets for recordings with around 1,000 seats.
The Korea Tourism Organization described Sung as “the right person to broadly promote Korea’s charms,” citing his deep understanding and affection for Korean culture and tourism.